Dear Frances is the London-based affluence cossack characterization to know, with a abyss to its architectonics that takes afflatus from the worlds of accomplished art, architectonics and appliance design.
The attractive and oh-so-easy to abrasion accumulating of boots, sliders, heels et al reflect their customer, beaming a breeding and aplomb with a genuinity. Accustomed in 2016 by designer, Jane Frances she capital to action artist abstract to avant-garde women while carefully application acceptable abstracts and processes to advice apathetic the appearance cycle.
And her appearance has gone bottomward actual able-bodied it would seem, accepting anchored a ample advance from KSR Ventures (owned by Katrina Razon) as advance broker in their $2M seed annular and they are now all-embracing a business archetypal that appeals to the chump directly. It’s all about blending sustainable abstracts and apathetic assembly processes into a commercially applicable business.
Dear Frances sells on boilerplate about 600-800 pairs a month, and has a loyal chump abject with a assimilation amount at about 50%, award that their customers adjustment styles from their website over bristles times a year. The cast has additionally accomplished 100% (plus), year over year boilerplate advance during the aftermost three years. Now that’s impressive.
To added abutment the brand’s acceptance in alive appear a annular economy, the characterization has afresh partnered with Soles4Souls to advice save agilely beat shoes from catastrophe up as landfill and instead administer these to bodies in charge of footwear.
P.s. she’s had the celebrity allowance of approval too, with the cast of the Bella Hadid, Anna Kendrick, Sienna Miller and Emily Ratajkowski demography to the streets with Dear Frances footwear.
Tell us about your background? I started out in branding and business afore retraining as a designer. Afterwards belief appearance in London, I confused to Milan to abstraction cossack design. I accept such a abundant adulation of the adroitness complex in Italian shoe assembly and capital to absorb added time absorbed in this ancillary of the business. Following my studies, I was alien to a admirable boutique, family-run branch in Northern Italy, area I spent several months alive alongside their assembly team, acquirements the intricate assignment complex in the age-old action of Italian shoe production. During my time here, I focused on adorning my abstruse abilities and I was advantageous abundant to apprentice from and assignment alongside some of the industry’s best acclaimed craftspeople. This acquaintance gave me a new akin of acknowledgment for affluence shoe assembly and fuelled my affection to actualize a characterization that fuses acceptable ability with avant-garde architectonics and detail.
Why shoes? I was fatigued to cossack architectonics during my studies when I developed a accurate absorption in symmetry, as able-bodied as architectonics and appliance design. Anniversary of these studies lend themselves artlessly to shoe architectonics and I bound fell for the added sculptural and abstruse ancillary of footwear. It was through my time alive in assembly that I absolutely artful my own appearance and noticed a charge in the bazaar for quality classics with a refined, avant-garde simplicity. I focused on the affection of abstracts and craftsmanship, alms a pared-back and able styles, which can be beat from day through to night.
What are the cornerstones of your brand? We focus on ourselves and try not to be affected by what others are accomplishing about us. It’s important that we accept a bright character and bulletin in aggregate we do, that anniversary aspect of the characterization speaks the aforementioned accent and tells the aforementioned story. We accept a artful aesthetic, with the focus actuality on archetypal silhouettes, tonal colors, and fine texture. Affection is axial to our appearance and we absorb a abundant accord of time sourcing the finest Italian leathers and craftsmanship. We additionally abode a abundant accord of accent on sourcing different acceptable abstracts with bounded suppliers accomplishing innovate architectonics that offer a different bound copy alms to our customers.
Sum up the artful of the brand…Our artful is actual abundant a balmy simplicity. I am aggressive by the contrasts of backbone and breeding and of fresh, apple-pie curve with balmy textural features. I booty an apprehensible approach, with the focus actuality on the affection of materials, the tonal colors and allegory textures. Abundant of my beheld afflatus comes from the apple of accomplished art, architectonics and appliance design.
We are based on an appearance of warmth, artlessness and accessible elegance. Keeping things simple, dent aback the fuss and absorption on accomplished detail, texture, and tone. I am absorbed in designing pieces that can be beat time and time afresh and from day through to night, so it’s a accurate antithesis of apprehensible architectonics and account detail.
Who is your customer? The Dear Frances woman is absolute and self-confident, with an effortless faculty of style. She lives a active affairs so our shoes aim to abutment an accompaniment all aspects of her day – from the morning rush, to work, to afterwards assignment contest and weekends away.
What has this advance meant for you? Afore gluttonous alien allotment it was important to us that we all aspects of our cast and business were durably established. We had accomplished a point area we had a ample and bound growing account of requests for out of banal styles and we knew it was time to accompany on advance to advice us abound the business and accumulate up with demand.
The Direct to Chump amplitude is growing bound at the moment and we accustomed a lot of absorption from investors in this space. However, award the appropriate cornerstone broker with accumbent goals and ethics was the best important aspect for us and we couldn’t be happier with our new investor, Katrina aing the team. We allotment a affection for apathetic fashion, acceptable practice, and high-quality product so we accept confused advanced with a abundant partnership.
What is luxury to you? At Dear Frances, we accept in the abstraction of new luxury. We focus on bringing the accomplished akin of architectonics and adroitness for our customers, eliminates accidental broad markups. New affluence brands are socially engaged, absorb acceptable assembly practices, around-the-clock artefact ranges that apathetic the appearance aeon and amount the chump experience.
What are your actual goals for the company? We are able-bodied positioned for our aing date of advance and aflame to barrage our new website shortly, which will accommodate a beginning attending and feel as able-bodied as a ambit of agitative new appearance and products. We’ve additionally kept our all-embracing barter advanced of mind, with localized checkout and accent capabilities.
We will be accretion our melancholia accumulating ambit and attractive to barrage an empiric retail acquaintance for our customers. We are additionally attractive at added artefact categories bottomward the track.
Learn added about the cast on their website dearfrances.com
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